Retail in Focus: Showfields

Promising to curate a fresh retail experience for customers and a different retail model for brands, Showfields has opened in a historic 1913 building on the corner of Bond and Lafayette Streets in NoHo, and is setting out with a lofty ambition – to be ‘“The Most Interesting Store In The World."

At Showfields, the experience is the thing. The store will span four levels - from innovative retail on the 1st Floor to a community loft space on the 4th Floor, with a changing parade of workshops and events to keep the building buzzing.

At Showfields, a brand selects a space, which is then customized, fitted out (with everything from fixtures to technology) and staffed by Showfields, with the brand paying a monthly fee. Product sales go directly to the brand.

Many of the pop-up shops at Showfields offer experiential and/or Instagrammable moments, along with interactive displays where shoppers can browse the brand’s full assortment. Frank Body, for example, has a sink station where customers can test the brand’s signature scrubs. Dental care start-up Quip’s space features a bathroom vanity, complete with toothpaste, where customers can try out high-tech toothbrushes.

The line-up, which will rotate with time, include about 40 curated brands from wellness, home and design, along with dedicated food, drink and event programming. The first floor is heavy on wellness and beauty brands, while the second floor is mainly home goods. Also on the second floor, a collection of rising Shopify merchants are featured in a curated shopping experience that marks Shopify’s first time partnering with a physical space.

Art exhibits take up the third floor, while the fourth is a community space designed as a downtown loft, complete with a roof deck. The community space offers daily programming and events during store hours. At night, it turns into an invite-only venue for creative types.

For more information on Showfields, please visit showfields.com/

All images used with permission